Positioning
In
marketing, positioning has come to mean the
process by which marketers try to create an
image or identity in the minds of their target
market for its product, brand, or organization.
What
most will agree on is that Positioning is
something (perception) that happens in the minds
of the target market. It is the aggregate
perception the market has of a particular
company, product or service in relation to their
perceptions of the competitors in the same
category. It will happen whether or not a
company's management is proactive, reactive or
passive about the on-going process of evolving a
position. But a company can positively influence
the perceptions through enlightened strategic
actions.
Re-positioning involves changing the identity of
a product, relative to the identity of competing
products, in the collective minds of the target
market.
For
positioning, a consultant would firstly finish
segmentation and targeting part, then to write
out the value customers derive and the
attributes your product offer to create the
first draft of your positioning. Test it on
people who don't really know what you do or what
you sell, watch their facial expressions and
listen for their response. When they want to
know more because you've piqued their interest
and started a conversation, you'll know you're
on the right track.
Positioning is facilitated by a graphical
technique called perceptual mapping, various
survey techniques, and statistical techniques
like multi dimensional scaling, factor analysis,
conjoint analysis, and logit analysis.
Positioning statement is a good way to address
your positioning, a typical statement would
includes following aspects,
For
[target end user]
Who
wants/needs
[compelling reason to buy]
The
[product name] is a [product category]
That
provides
[key benefit]
Unlike
[main competitor]
The
[product name] [key differentiation]
Segmentation
Segmentation
is a strategy that involves dividing a larger
market into subsets of consumers who have common
needs and applications for the goods and
services offered in the market. These subgroups
of consumers can be identified by a number of
different
demographics,
depending on the purposes behind identifying the
groups. Marketing campaigns are often designed
and implemented based on this type of customer
segmentation.
There are several steps to address an effective
segmentation/targeting/positioning through PMR,
1.
Define the market and audience
2.
Evaluate segmentation attributes, the attribute
should be both meaningful and actionable, like
Demographic which Affects consumer needs
(gender; age; hospital type; doctors title)
Geographic(1st line city;2nd
line city), Behavioral (heavy/light prescriber;
new treatment user/nonuser;)
3.
Create
segments.
4.
Segments Evaluation and determination (size;
accessibility)
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